Cynicism about the social role of brands soars at Christmas. Back in the 1950s, singer-songwriter Tom Lehrer riffed on various carols:
Hark the Herald Tribune sings,
Advertising wondrous things.
God rest ye merry, merchants,
May you make the Yuletide pay.
Angels we have heard on high
Tell us to go out and buy!
Could brands add something to Christmas beyond gifts and greed? Cultural rituals are all about community: We share food, read stories or sing songs to reinforce shared understandings of our history and the values we share as a society. How can brands help people to get to the heart of the community spirit?